In our online course, Email Communication that Works, we share the most important things you can do to get more email opens and clicks. Things like setting up branded email, creating an email communication plan, and creating an email template.
But there are also some little tips and tricks that can have a big impact too.
5 Secrets to Get More Email Opens & Clicks
Here are some secret spices you can mix into your email recipe to make your readers’ (virtual) taste buds dance.
1. Craft a compelling subject line.
Your subject line should be attention-grabbing, concise, and relevant to the content of your newsletter. Experiment with personalization, urgency, curiosity, or exclusive offers to entice recipients to open the email.
Whatever you do, don’t – under any circumstances – give your emails a subject like “Springfield Church News” or “Living Word Ministries Newsletter May 2026”
Bonus: Experiment with using emojis in your subjects to make them stand out. (We do.)
2. Provide valuable and relevant content.
Many organizations make the mistake of making their email content all about them. Here’s what we did… Here’s what we’re doing… Here’s what we need from you…
Think from the perspective of your reader. Why would he or she want to spend their precious time reading this?
Are you including content that inspires them, makes them laugh, helps them solve a problem? Are you giving them opportunities they don’t want to miss for special events, meaningful experiences, or special discounts?
The more relevant and useful your content is to your subscribers, the more likely they are to engage.
3. Tell Stories.
People love stories! Stories help to strengthen the emotional connection between you and your readers.
There are many different types of stores you can share like testimonials, volunteer profiles, and updates from recent events and more.
4. Incorporate a clear call-to-action (CTA).
Guide your subscribers to take action by including a prominent and actionable CTA. Whether it’s “Click to get more info,” “Reserve your seat” at an event, or “Buy now,” a clear call to action increases click-through rates.
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5. Keep it Short! Click for More.
If your organization shares a lot of opportunities in your emails and they are not all a good fit for everyone, then use a strategy where you help the reader quickly understand the two most important things:
- a) “Is this for me?” and if so
- b) “What’s my next step?”
For example, if your church’s weekly email lists events happening this week, you don’t need to put all the details of every event in your email. For example,
Moms of preschools, want to connect with other moms and give your child a play date? Come out to Peterson Park Thursday at 1pm. Click for more info.
In just 2 lines, we told people who it’s for, why they would want to do it, and a clear call to action with their next step.
Keep these things in mind as you write your emails to see more opens and clicks on your emails.
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Comment and Discuss
- Which email tip above is most helpful for you?
- What other email tips do you have to share?
Continue reading… Email Communication that Works
Co-founder & CEO, OurChurch.Com
Paul has been the CEO of OurChurch.Com since its founding in 1996, combining his passion for faith and technology to lead the organization.
An accomplished writer, Paul has authored over 2,000 articles on faith and technology, featured on platforms like ChurchLeaders.com, The JoyFM, and his personal blog, LiveIntentionally.org.
Beyond his professional achievements, Paul serves as an elder at Journey Community Church and is deeply engaged in his community through his involvement with the Florida Sheriffs Youth Ranch and the Safety Harbor Chamber of Commerce. He is a contributing author of the book Outspoken! Conversations on Church Communication.
